Digital technology is changing small business in the Northern Territory, Google executive says

Far from the image of dusty roads and old pubs, digital technology is now at the centre of doing business in the Territory.

Richard Flanagan, Google Australia's head of small business marketing, was in Darwin for a nationwide road show organised with the Australian Chamber of Commerce and Industry to encourage local businesses to boost their online presence.

"Pretty much everyone nowadays is using some form of technology to inform decisions they're making about visiting a new business location or finding products or services," Mr Flanagan said.

He said that was even more important for one of the NT's biggest industries — tourism.

"People expect to read reviews and see photos of where they're going to go," he said.

"They want to see — before they even book the trip — restaurant venues, or what does the hotel room look like, or what does the croc tour that they're going to book going to look like.

NT technology adoption in numbers

The NT has the lowest number of businesses connected to the internet at 81 per cent

22 per cent of NT businesses say they have a digital strategy

Only half have a website – and just 8 per cent expect to have one in the next year

Only 47 per cent say it has increased business effectiveness

Around 18 per cent use the internet to target overseas customers — higher than the national average of 10 per cent

NT businesses intended to spend more this year than other states on computer hardware software

Source: Sensis e-Business Report 2015

"They want to almost have that experience in their head before they arrive here physically.

"If you don't have that presence online, you're really going to be missing out."

Mr Flanagan had his own views about what could be holding local businesses back from embracing new technology.

"Business owners are experts in their field and know customers well — but they often aren't experts in the internet or in online advertising," he said.

However, according to the Google executive, an effective digital strategy does not have to be complex, as long as basic details like contact information are available online.

Mr Flanagan said Google-commissioned research by Pricewaterhouse Coopers (PwC) showed NT businesses stood to gain the most by boosting their online presence, compared with other states and territories.

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